McVitie’s launches Hobnob Flapjack variety packs

United Biscuits-owned McVitie’s has announced the launch of the brand new multipack Hobnob Flapjacks with a selection of three different variants in the range.

The new variety bag contains 10 individual bars, with the flavours Oaty, Chocolate and Raspberry, and is priced at £2.

They will be rolled out to retailers this week, aiming for the packaging to stand out on shelves with the brand’s identity.

The new format forms part of the brand’s commitment to innovation within “out-of-home sharing” and is suitable for a snack-to-go, lunch boxes or picnics for consumers, said the company.

Ailsa Duguid, brand manager of McVitie’s, commented: “We’re excited to give our customers the opportunity to purchase their favourite flapjacks in a variety bag format, allowing them to pick a new best-loved flavour every day while also targeting sharing consumption.

“With an expected annual RSV of £1 million, and building upon the existing popularity of our McVitie’s Hobnobs Flapjack range with shoppers, we are confident that this further expansion into the cake aisle will catch their eye.”

Earlier this month, McVitie’s added five new products to this year’s Christmas cake range.